Ambush marketing technique is a new technique whereby a particular advertiser seeks to connect his product to the event in the mind of potential customer without paying sponsoring expenses to the event. In other words it is a method of building brands in covert ways. For example X has sponsored a football event to promote his brand. Every time camera zooms on reference, a group of people sitting on the bench wearing ‘Y’ company brand name imposed shirt comes into focuses. In this case ‘Y’ company promote its brand at X’s companies expenses. Bigger companies engage in ambush marketing tactics to undermine official event sponsors.